At Look at Session-Based Broad Match in AdWords
Last week the Wall Street Journal published an article addressing the subject of session-based broad match in Google AdWords. The author covered anecdotal claims of AdWords users losing money over these unwanted clicks. Google defends themselves in the article stating that "session-based clicks in the broad match category perform comparably to non-session-based clicks."
Session-Based Broad Match Explained
When determining which ads to show on a Google search result page, the AdWords system evaluates search queries performed by a user during both previous and current internet sessions. If the system detects any correlations in the two search sessions, it will show ads related to these other queries, too.
Is Session-Based Broad Match an Issue?
How to Overcome Session-Based Broad Match
- Use Other Match Types - Broad match has it's place in pay per click advertising. If you're researching the niche, looking for new keywords, or branding, broad match keywords are a great place to start. If you're looking for highly targeted traffic, though, use other match types. Exact, phrase, and even modified broad match keywords will provide more targeted and relevant traffic.
- Negative Keywords - If you decide to use broad match keywords, be generous in your use of negative keywords. Negative keywords act as a filter for the topics that are completely unrelated to your business. If you are a rental car company, use negative keywords like "sales", "for sale", or "buy" when using broad match to make sure your site doesn't show to users searching for car sales.
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